the boyscouts of america campaign

P E A R L I N T E G R AT I O N S

GETTING STARTED Table of Contents Who We Are Memorandum FINDINGS Situation Analysis S.W.O.T. Analysis CREATIVE WORK Creative Brief Style Guide Direct Mail Outdoor Advertising TV Spot Non-Traditional Media Radio Advertising Social Media Promotions Public Relations MEDIA PLAN Calendar CLOSING Conclusion APPENDIX Research Sources

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TABLE OF CONTENTS

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WHO WE ARE Lauren KerwinLauren is a senior at Michigan State University pursuing a degree in Advertising. Lauren is an active member of Alpha Phi sorority and Michigan State Hillel. Her internships include Marie Claire Magazine, Ambassador Magazine and Ignition Media Group. While at her internships, Lauren worked mostly on social media, event planning and administrative duties.

Marla SternbergMarla is a senior at Michigan State University pursuing a degree in Communication with a specialization in Public Relations. She has worked for public relations agency’s Truscott Rossman and Behrman Communications, and Yad Ezra Food Pantry, where she was involved in media relations, social media and copy writing.

Jordan SmietanaAs a senior at Michigan State University, Jordan Smietana is pursuing her Bachelor of Arts degree in Creative Advertising. She was selected to be a part of the Intense Portfolio Workshop at Michigan State for the summer of 2011. Jordan has interned for Know Advertising where she worked as an Assistant Art Director and Luftig Warren where she focused on marketing.

Katie DingersenKatie is a senior at Michigan State University pursuing a degree in Advertising. Katie is a member of Kappa Kappa Gamma sorority. Her internships include Geoffrey Weill and Associates, a travel public relations firm in New York, where she was very involved in creating media campaigns for specific accounts.

Taylor SmithTaylor is a senior at Michigan State University pursuing a degree in Advertising with a specialization in Public Relations. Taylor is a member of PRSSA and Sigma Kappa sorority. Taylor worked for McDonald Garber Broadcasting where she was very involved with promotional activities and sucessful with finding co-op activities.She is interested in sales, public relations and fashion marketing.

Kate NorrisKate is a senior at Michigan State University pursuing a degree in Advertising with a specialization in Public Relations. She was an advertising intern at Good Fruit Video and took on a leadership role in the Gamma Phi Beta sorority.

ACCOUNT EXECUTIVE

ACCOUNT MANAGER

ACCOUNT COORDINATOR

COPY EDITOR

PRODUCTION MANAGER

CREATIVE DIRECTOR


MEM

ORA

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Boy Scouts of America,

We at Pearl Integrations would like to thank you for giving us the opportunity to share our work and enlighten you on our findings.

As a team, we enjoyed learning about your organization and how it has progressed over time. This program teaches men of all ages how to become responsible, self-sufficient, and respectable members of their communities.

We hope that our research will be valuable to your organization and help you with future marketing efforts.

Best,

Pearl Integrations

Lauren Kerwin Marla Sternberg Jordan Smietana

Taylor Smith Katie Dingersen Kate Norris

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SITUATION ANALYSIS

The Boy Scouts of America organization was founded in 1910. There are four programs available for youth to participate in: Cub Scouts, Boy Scouts, Venturer Scouts, and Explorers/LFL.

MAIN CHARACTERISTICS

Value-based organization that works to teach youth to be responsible, conscientious and productive members of society.

KEY CHALLENGES

Attract and retain school-aged boys interested in the Scouting program.Get the message out to prospective members. Limited funds available for advertising and promotional events.

BARRIERS TO OVERCOME

The “uncool” status, lack of volunteers, competition from other programs, uninformed audiences and a faith-based institution.

Boost, strengthen and raise membership numbers through more effective advertising strategies, community involvement and increased access to schools.

CLIENT HISTORY

MAIN CHARACTERISTICS

KEY CHALLENGES

BARRIERS TO OVERCOME

IDEAS OF EXPANSION


FUTURE GOALS

Increase Area 2 membership to 140,000 Scouts within the next five years.

VISION

Reverse the declining trend of Boy Scout membership through innovative advertising and marketing tactics.

COMPETITION

Other extracurricular school activities and sports programs that attract school-aged youth and religious organizations.

TARGET

Adults, school-aged youth and community members.

FUTURE GOALS

VISION

COMPETITION

TARGET

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FAVORABLE

INTE

RNAL

EXTE

RNAL

• Nationally recognized organization that delivers lifelong skills• Instills tradition, survival skills, team work and an active lifestyle• Greater high school and college graduation rate• Wide variety of activities• Environmentally friendly organization• Strong local presence

• Target kids and parents differently• Promote and grow the Venture Club• Reach out to uninformed individuals in new geographic areas,

specifically influential community members• Bring together different regions to give participants the

opportunity to meet a more diverse group of friends

STRENGTHS

OPPORTUNITIES

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INTERN

ALEXTERN

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UNFAVORABLE

• Insufficient information and advertising provided to parents and children

• Traditionally directed toward Christian caucasians• Handbook promotes traditional gender roles• Cost of Boy Scouts program is not advertised effectively

• Bad public image due to corrupt individuals in organization• Lack of interest due to gaming and social media • Broad range of after school activities available• Uninformed individuals

WEAKNESSES

THREATS

S.W.O.T. ANALYSIS

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CREATIVE BRIEF

TARGET MARKETAdults, school-aged youth and

community members.

MANDATORIESMaintain core values and always include the website in advertisements.

TONEChild and parent

friendly; thrilling yet direct.

MAIN OBJECTIVE FOR ADVERTISINGIncrease participation in the Boy Scouts program by changing negative perceptions while continuing to motivate Scouts and volunteers to stay active in the program.


NET TAKEAWAYThe Boy Scouts has been and will always be a traditional, service based organization. Scouts should take away lifelong skills that will help them become strong members in their societies.

PROBLEM AND OPPORTUNITYCurrent problems have been maintaining membership because of limited knowledge and changes in member interest as they mature under peer pressure. Current opportunities for the Boy Scouts are to maintain membership, increase target market and attract committed volunteers.

COMPETITORSThe Boy Scouts are faced with competition such as youth athletic programs, religious organizations and after school programs. Our technology driven society creates more alternative activities for children.

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STYLE GUIDEIt is important for the Boy Scouts of America to follow a style guide because it will unify the look of the campaign.

FONTS

• Dirty Ego is a headline font primarily used in advertisements directed toward children throughout the campaign. It is the font used when writing the slogan “Get on Our Level.”, written in capitalization.

• Bebas Neue is a font used in headlines for parent advertisements. Its impact is similar to Dirty Ego, but has a cleaner readability.

• Abadi MT Condensed Light is the font chosen for the body copy in all advertisements. It also compliments both headline fonts.

DIRTY EGOBEBAS NEUE

Abadi MT Condensed Light


C:48 M:100 Y:100 K:21

C:100 M:100 Y:44 K:38

C:0 M:0 Y:0 K:0

C:100 M:100 Y:8 K:100

LOGO

The updated logo helps the organization look unified and makes their activities a little more intense.

SWATCHESLOGO

BOY SCOUTS OF AMERICA

• When using a black background, the splatter brush in Adobe Illustrator can be used. The splatter marks are always white and at a 25% opticity.

A rustic, burnt red and deep navy blue have been substituted for the former colors because it will appeal to an older crowd, and make youth feel more sophisticated and responsible. A black swatch was added to the palate to make scouting seem tough, cool and more extreme.


STYLE ELEMENTS

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The goal of direct mail is to capture attention of households with boys ages

five to seventeen. This direct mail targets not only the adults but also children by

having two unique elements. One element is informational while the other is a pop-up box

to grab the child’s attention.

WHERE IT WILL BE SENTThe direct mail piece will be

sent to households in the area with boys the ages of

five to seventeen. The mailer will only be sent to boys who are not currrently in the Boy

Scout program.

FRONT COVER COPYLEADERSHIP. Does your child

have what it takes?

The righthand side has an opening to pull out the insert.

Once fully removed, the cardstock springs open into a cube.

The back side interlocks the two flaps with a slit in the center. The

Boy Scouts of America logo is also in the center.

INSIDE HEADLINEDoes your child enjoy

snowboarding, white water rafting or playing video games?

COPY If you answered yes to any of

the above, sign your child up to become a Boy Scout of America.

Not only will he develop the good values and morals of a true

leader, but he will build lifelong friendships while participating in

some of the most exciting indoor and outdoor activities around!

For years, the Boy Scouts of America have successfully taught young men important life lessons

that have encouraged them to become

motivated, responsible and dedicated members

of society. Don’t miss this opportunity to help

your child stand out from the crowd. Sign up

today!

To sign up online or learn more about the

Boy Scouts of America program visit

www.scouting.org.

CUBE SIDES: COPY1. Get on our level. 2.

Can you shred this hard? 3. Do you clear this

much air? 4. Have you survived a high ropes course? 5. Outpaddle the toughest rapids?

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DIRECT MAIL

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Outdoor billboard advertising is an effective method that could potentially leave lasting impressions on drivers and passengers. Through clear and concise messages and visually appealing images, the billboards are designed to take viewers into the moment as though the activity is actually happening.

VISIT US ONLINE AT www.scouting.org.

SIGN UP BELOW FOR MORE INFORMATION AND MEETING DATES:

Facebook: Boy Scouts of America@bsa100years

GET ON OUR LEVEL.


spent on outdoor billboard advertising.

• On average, drivers only view each billboard for 2-4 seconds.

• Billboard extensions can be added from 5 to 5’6 feet on top, 2 feet on the side, and 1 foot on the bottom, depending on local restrictions.

LOCATION• Outdoor billboards will be placed

along southeastern Michigan highways that experience heavy traffic on a daily basis. They will attract the attention of drivers and increase brand recognition in the community.

• Poster advertisements will be hung along the walls of local public classrooms and hallways encouraging students to sign up.

ADDITIONAL FACTS• The average size of a billboard

is 14 feet by 48 feet.• In 2010 over $6.1 billion was

The “Get on Our Level.” slogan not only refers to the extreme activities the Boy Scouts participate in, but symbolizes how they achieve and attain different levels throughout the program.

Placing a life-like child on the outer edge of the billboard initially will shock the viewer, engaging their attention. Afterward, stress is placed on the fact that the Boy Scouts of America are tougher than you think.

OUTDOOR ADVERTISING

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Posters will continue to follow the “Get on Our Level.” slogan and style guide. Dates for informational meetings will be given and space will be provided for sign up.

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TELEVISION AD :30

VIDEO AUDIOTV

AD

VERT

ISEM

ENT

BOY GETTING AIR OFF HALF PIPE WHILE CAMERA FOLLOWS HIM DOWN.

GROUND VIEW OF BOY SLAMMING TO A STOP DOWN A FOREST HILL.

FOUR BOYS IN TEAMS OF TWO COMPETE TO BUILD A FIRE.BOYS LOOK UP AT CAMERA.

SFX: SNOW SCRAPING / CAMERA FOLLOWING HIM DOWN “SHREDDING”.VOICE 1: Take it to the next level.SNOWBOARDER VOICE : Do you boost this high?

SFX: LEAVES BREAKING TIRES TO A STOP DOWN A FOREST HILL STOPPING. VOICE: Can you handle these trails?

SFX: FIRE CRACKING.VOICE: (All together)Can you make fire?


STO

RYBO

ARD

VIDEO AUDIO

STRAIGHT VIEW OF A BOY ON DOCK WITH A LAKE BEHIND HIM. HE JUST CAUGHT A HUGE FISH.

BOYS COVERED IN MUD.

BOY SCOUTS OF AMERICA LOGO.

SFX: THE WATER.VOICE 1: Hooked yet?

VOICE: Boy Scouts of America. Get on Our Level.

VOICE: More for information visit www. Scouting.org.

LOW UPBEAT DRUM RHYTHM IN THE BACKGROUND*


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TELEVISION SPOTThis TV ad shows young men engaging in extreme sports, not traditionally associated with Boy Scouts of America. The commercial illustrates a new image of a thrilling and vibrant organization. Shots and music are fast-paced, exciting and uses a tone that captivates viewers.

• 97.8% of all American households have televisions • Kids ages 6-11 spend about 28 hours a week in front of the TV• 71% of 8 to 18 year-olds have a TV in their bedroom • In about 2/3 of households, the TV is “usually” on during meals• In 51% of households, the TV is on “most” of the time • Most children’s programming does not teach what parents say they want their

children to learn

ADDITIONAL FACTS


EXPLANATION

It has become apparent, boys are leaving the program due to lack of acceptance from peers, interest in other activities and time constraints. This advertisement was created to improve the perception of the Boy Scout program for youth.

Based upon our research, we are confident that this commercial will be successful in attracting members who would otherwise opt for activities other than the Boy Scouts of America.

Television stations that adults and children both watch on a regular basis. The TV spot will run on the local ABC and NBC affiliate stations as well as Nickelodeon and ESPN. These stations reach our target market and perfectly pair with our upbeat TV spot.

our plan

The commercial will run weekdays during afterschool hours and weekend mornings. Our research has shown our target audiences tend to watch TV during these time periods.

OUR PLANWHY IT WILL WORK

CURRENT PROBLEM CHANNELS TO AIR ON

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NON-TRADITIONAL

Part of our creative work includes preshow movie marketing because it connects with an attentive and captive audience. More than half of all theatergoers are in their seats during the preshow and with the right pre-movie advertisement, the Boy Scouts of America can excite and influence boys and their parents about signing up for the program.

• Advertisements run before a captive audience, before all shows and 7 days per week

• 100,000 movie patrons per month

• Each cinema runs 4 to 5 shows per day per auditorium Approximately: 2160 to 2700 shows per month

• Program begins 15 minutes prior to every show

• Advertisement length pricing is listed in 15 second ad spots

• 26% of U.S. moviegoers are within the age of 2 to 17 (our target market)

• The average moviegoer (18-39 at 42%) sees approximately 6 movies a year

• Payment plans available

PREFLIX MOVIE FACTS

WHY IT WILL WORK

U.S. MOVIEGOERS SEE ABOUT 6 FILMS

PER YEAR


Preflix movie marketing was selected as part of our advertising plan because it connects to an attentive and captive audience. Nearly a third of all U.S. moviegoers are within our target market. Since the average moviegoer sees about six movies annually, the right preshow advertisement has potential to excite children and parents about signing up for the Boy Scouts of America program.

2010 MOVIEGOERS: $222.7 MILLION | 2010 TOTAL ADMISSIONS: $1.3 BILLION

26%

42%

21%

11%

2-17 18-39 40-59 60+0

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MOVIEGOERS BY AGE GROUP

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RADIO AD

The radio advertisements are testimonials that provide copy targeting Cub Scouts, Boy Scouts and adults that have participated in the program. The testimonials will capture the individual stories about what the program means personally. Expressing action and adventure will be the main objective which will be a a great representation for the potential that the Boy Scouts of America has to change lives.

• The top 8 morning and afternoon stations in the area • Popular among children ages 5-15 and adults 30-50

SUGGESTED STATIONS


00:15

1. MUSIC: Light upbeat drum comes in at the beginning.

2. (FADE IN/FADE OUT)

3. DR. GOLD: Hi, my name is Dr. Gold. I was and always will be a member of Boy Scouts of America.

4. DR. GOLD: Growing up, Boy Scouts of America offered programs that made me want to help people and enhance others lives. I knew I wanted to be a doctor ever since I was handed a first-aid kit. I couldn’t put it down. Boy Scouts of America gave me the skills and dedication that helped me through medical school. If it wasn’t for Boy Scouts of America, I don’t know where I would be today. I save lives. I am a scout. Get on my level.

5. MUSIC: Light music comes in at the end.


7. ANNCR: For more information on Boy Scouts of America visit www.scouting.org.

00:15

1. MUSIC: Light upbeat drum comes in at the beginning.


3. JACK: Hi, I’m Jack.

4. TOM: And I’m Tom.

5. JACK: Last week we went white water rafting and saw the coolest waterfall.

6. TOM: But then our raft got stuck and ripped.

7. JACK: We stayed calm and used the skills we learned to fix it!

8. TOM: When was the last time you had an adventure like that? We are Boy Scouts.

9. JACK AND TOM: Get on our level.

10. MUSIC: Light music comes in at the end 11. (FADE IN/FADE OUT)

10. ANNCR: For more information on Boy Scouts of America visit www.scouting.org.

RADIO ADVERTISEMENT 1 RADIO ADVERTISEMENT 2

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SOCIAL MEDIA“Share Your Story”As an extension of the radio ads, Scouts are able to post their personal stories to hopefully be chosen for the next radio ad. Scouts can continually post their stories and every two months the Boy Scouts will choose one new story to run. Weekly PostThe post will contain information regarding Boy Scouts along with specific troops community service projects. There also will be posts about the new advertisement campaign.

Monthly Troop TakeoverEach month a troop will be selected to post about what their troop is doing. The specific individuals within the troops can discuss projects, fundraisers and new activities. This engages the current members as well as informing perspective members on each troop.

“Share Your Story”Also an extension of the radio

advertisement. This differs from Facebook because it serves as a way to market via YouTube and there will be a contest once a month for a story to be featured on the main website.

Monthly Troop TakeoverA different troop takes over all social media each month by posting videos about their troops as a whole, their projects and activities. Members are able to share why they love the Boy Scouts and what the Boy Scouts has taught them.

Personal YouTube PageEach troop has their own YouTube page that feeds into the Boy Scout main YouTube page.

Weekly TweetsTweets will inform followers of new activities, projects and valuable information about the Boy Scouts.

Boy Scouts of America

@boyscouts bsa100years

FACEBOOK

TWITTER

YOUTUBE


Social media is the newest form of interactive advertising reaching a wide variety of individuals. This tool is free and extremely easy to use when properly managed. The Internet, being a primary source of communication and entertainment for our youth, gives us a fresh, inexpensive and convenient path to reach our target market.

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Promotions for Boy Scouts of America will involve potential Boy Scouts and the community. By involving the public in the plan, it will not only increase the number of boys interested in the programs but will also give the Boy Scouts of America a more positive image.

Work with local museums and/or sporting venues to create a discount program. The program gives family members of the Boy Scout program memberships or tickets at a discounted price. These discounts are all given at venues that support the active and educational lifestyle which the Boy Scout program supports.

Sponsoring a West Michigan Whitecaps game will be beneficial to the Boy Scouts of America program. Not only will members get to watch

an exciting game with their friends, but also fans will learn about the Boy Scouts program and how they can potentially get involved.

Boy Scouts of America will provide lunch tray liners to schools in advance to promote the scheduled visit at the beginning of the school year. The liners will include information about the school visit and how to sign up.

Stickers and wristbands will be distributed to students during school visits. They will be used to supplement informational papers and excite students. Stickers can be placed on their notebooks or t-shirts and wristbands can be worn, increasing brand recognition. Details about information night will be printed on the stickers.

DISCOUNT PROGRAM

LUNCH TRAY LINERS

STICKERS / SILICONE WRISTBANDS

WHITECAPS SPONSOR

POSSIBLE SPONSORS• Henry Ford Museum /

Greenfield Village• Grand Rapid Children’s

Museum• DeVos Centers• Van Andel Arena

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• Games• Pictures

TRAY LINER ELEMENTS• Energetic Colors• Sign Up Dates


PROMOTIONS

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Public Relations can strengthen an organization during positive and negative times. It is vital for the Boy Scouts of America to have a strong presence in the community to shed a positive light about themselves. Strong relationships with local media outlets is a great tool to provide free advertising.


PUBLIC RELATIONS

FOR IMMEDIATE RELEASE CONTACT: Taylor SmithMay 12, 2012 231-838-0462

[email protected]

NEWS RELEASEThe Boy Scouts to Host Local “Mud Run”

Local Boy Scout Troops will be organizing the race as part of their new campaign, “Get on Our Level.”

East Lansing, Michigan, The Boy Scouts of America, region 11 troops, will be hosting local mud run races in the area during the coming weeks and into July, 2012. The scouts will be helping with set up, sign up and flow of all contestants as well as clean up. Different troops will be cheering competitors on with water along the way as part of the new Boy Scout campaign, “Get on Our Level.” There will be a booth at each event for competitors and their families to get more information about the organization and hopefully sign up for any level of boy scouts. The new campaign is encouraging young men to step their game up in school, family, social and physical aspects of their life.

For more information on the Mud Run or the Boy Scouts of America call Taylor Smith at 231-838-0462 or visit http://www.scouting.org/ to find your local boy scout troops.

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PRESS RELEASE

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CAL

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Outlined is our flighting schedule. Each anticipated element of our campaign will have particular months when it will be prevalent.

RADIO

JAN FEB MAR APR MAY JUN

OUTDOOR ADS

SOCIAL MEDIA

PROMOTION

TV

PR

MOVIE ADS

DIRECT MAIL

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2012 PERSPECTIVE YEAR

JUL AUG SEP OCT NOV DEC

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CONCLUSION

We believe this information will be valuable to you and your organization and we appreciate your consideration. The “Get on Our Level.” campaign will be a way to target new audience members while continuing to improve the Boy Scouts of America image. Please refer to our Appendix for further research along with our contact information for further questions.

Thank you for your time,

Pearl Integrations

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SURVEY QUESTIONS1. Has your son ever participated in Boy Scouts? If so, what level did he reach and/or why did he quit?2. Does your child attend summer camp? If so, what type?3. What are your first impressions of the Boy Scout program?4. Do you feel the program is racist?5. What values do you try to instill in your child at a young age?6. Would you prefer signing your child up for Boy Scouts or a sport, and why?7. Do you find basic survival skills or technology skills more useful?8. Is there any sort of stereotype you associate the Boy Scouts with?9. What is your husband’s career/ your career?10. Do you currently reside in a big city or small city?11. Do your children go to a public or private school? Is it religious or not?12. What are some of your son’s interests?13. Has any news/media influenced your thoughts about the Boy Scouts of America?14. How often does your family sit down for dinner together?15. How old is your son?16. What time of day does your child watch the most TV?Please include any other thoughts, comments or concerns about the Boy Scouts of America:

NON-TRADITIONAL ADVERTISING• On average, more than 62% of theatergoers are in their

seats during the preshow

RESEARCHFINDINGS

CREATIVE WORK


• UniqueScreen Media represents 2,800 screens in 35 states and over 325 individual theater locations

• 74% of Americans attend movies• Cinema attendance is up 20% over 2008• Audiences arrived at the theater an average of 24

minutes early• 122 million movie tickets are sold each month in the

United States• 27% of audience are in their seats 15 to 20 minutes prior

to the advertised showtime• 48% of audience are in their seats 10 to 15 minutes prior

to the advertised showtime• 74% of audience are in their seats 5 to 10 minutes prior

to the advertised showtime• 99% of audience are in their seats 0 to 5 minutes prior to

the advertised showtime

SCREEN LOCATIONS• Alma: 6 Screens• Benton Harbor: 14 Screens• Coldwater: 7 Screens• Grand Rapids: 47 Screens• Grandville: 27 Screens• Hillsdale: 7 Screens• Lansing: 39 Screens• Muskegon: 16 Screens• Owoso: 7 Screens• Portage: 15 Screens

PROMOTIONS• In 2010, the Boy Scouts of the Dallas/Fort Worth area

set up a similar discount and special promotions plan.• Participants included The Texas Motorplex, Cowboy

Stadium, Pizza Hut Park and the Museum of Nature and Science

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• NightLights:• asm024• Basheertome• Medhi• Ian Hayhurst• Doonvas• Doug Greenberg• Xavier Donat• Julian-• Alfred Hermida• Phaith Fotos• frankjuarez• red.dahlia• VivaAntarctica• John Steven

Fernandez• Idea dude• Balise42• Adewale_oshineye• VancityAllie• candiceecidec• e-magic• See-ming Lee• Official U.S. Navy

Imagery • Jennuine Captures• Ed Yourdone• The U.S. Army• megankhines• kbaird• joeldinda• Micha Taylor• Matt biddulph• gredaline• GoodNCrazy

• Sdfriend• gerlos• EricMagnuson• Dr. Nomad• Bma4573• Radio Rover• Richtpt• J Patz• Nhuisman

SOURCESPHOTOGRAPHS

www.flickr.com


www.scouting.org

OUTDOOR ADVERTISINGwww.oaaa.org

SOCIAL MEDIAwww.facebook.comwww.youtube.comwww.twitter.com

NON-TRADITIONALThom StephensAccount ExecutiveUniqueScreen Media, a Cinedigm [email protected] TELEVISIONwww.med.umich.edu >>Your Child >>Topics >>A Guide to Information & Support for Parentswww.nationmaster.com >>U.S. >>Med-Mediawww.uis.unesco.org

PROMOTIONSwww.examiner.com >>Culture Events in Dallas >>Boy Scout of America Discounts & Special Promotions

INFORMATIONAL SOURCES

the boyscouts of america campaign

Education